With the rise of at-home genetic tests like 23andMe, it has never been easier to learn about your ancestry, and this has contributed to a growing trend of heritage travel. People around the world are taking trips to connect with their ancestry, and that’s why Airbnb and 23andMe teamed up to make traveling to your roots easier than ever. They partnered to launch a communications program to promote their “Heritage Travel” concept and leveraged PR performance insights from Onclusive to optimize their strategy and demonstrate bottom-line impact.
Watch, Sarah Roy, Data & Insights Lead at Airbnb, and Christine Pai, Communications Manager at 23andMe, as they discuss how they were able to team up to achieve success with their “Heritage Travel” campaign.
In This Webinar You’ll Learn:
- How Airbnb and 23andMe leveraged a combination of earned and owned media to build a high-performing PR campaign
- How website traffic and new customer engagement was measured
- How Onclusive’s PR Attribution™ helped them tie their earned media back to actions taken on their respective websites
- Why they wanted clearly defined and measurable goals for the campaign, and much more